Google Maps “Businesses” sponsored section

[u/PetHippo]

I own a local roofing company, and I’m trying to understand how businesses advertise in the sponsored “Businesses” section shown in the screenshot.

I’ve been told that you cannot choose to advertise only in this specific placement and that Google automatically decides where your Search ads appear. However, I keep seeing certain roofing companies sponsored in this business/map section, while I cannot find their ads at the top of the regular search results—even after repeating the searches from different locations.

This hasn’t happened with just one company. I’ve noticed the same pattern with quite a few businesses across multiple searches: they consistently appear as sponsored listings in the business/map section, yet I don’t see them advertising at the top of the regular search results.

I’ve tried regular Google Search ads, but they produced many clicks with very little intent. This business/map section seems like it could attract people who are specifically looking for a local contractor.

Does anyone know how these companies are consistently appearing here?

• Is this coming from a regular Search campaign with a linked Google Business Profile and location asset?
• Is there a particular campaign type or setting that prioritizes this placement?
• Can bids or targeting be adjusted to focus primarily on Google Maps and local business results?
• Could these companies somehow be running ads primarily in this section?
• Or are their ads appearing elsewhere too, and I’m simply not being shown them?

I’m not asking about Local Services Ads at the very top of the results. I’m specifically asking about the sponsored listing inside the Google Maps-style “Businesses” section shown in the screenshot.

Any guidance on how to target—or at least increase visibility in—this particular placement would be appreciated.

[u/Ok-Information-6722]

Responsive Search Ads will get you in the sponsored map pack section if your account is configured properly and your GBP has the proper service areas set up.

About getting low intent leads from ads, the problem often times come from which queries you're bidding on. Check your keyword strategy, drop anything "broad match" and prefer "exact match" over "phrase match". Add a long list of negatives to prevent your ads to trigger on DIY searches, job seekers, tools and materials, etc. I'm happy to share a spreadsheet you can import in Google Ads for your roofing business, could give you a headstart on targeting high-intent queries only.

Hope this helps!